Optimization Research On Marketing Strategy Of County Insurance Market

With the rapid growth of county economy,the continuous implementation of preferential agricultural policies,and the increasing demand of automobile consumption,huge development potential of county insurance market in China is gradually released,which formed a rare opportunity.Whoever grabs the county market will win the future.Study the strategy of county insurance marketing,and speed up its development,is not only the strategic choice of the whole insurance industry led by the reform,but also the realistic need for insurance companies to seize opportunities and accelerate their own development.Currently,as the new urbanization strategy and the scientific development of county economy continuously move forward,the development speed of county insurance market is gradually accelerating.Insurance companies are facing more and more challenge and competition in county market,and most insurance companies are expanding their institutions and staffing in the county area.However,the business acquisition ability of many county agencies lags behind the development of county market.Their original advantages are becoming less significant and thus the development is being affected.Therefore,the sales department of property insurance industry gradually began to actively study the development situation of county insurance,carefully play the county insurance marketing strategy,so as to achieving its own development goals.In this paper,the author took Qingdao as an example,analyzed the current situation and characteristics of county insurance market,and classified county insurance market into three categories based on the market source and business model.The study found that along with the rapid development of rural areas,the industrial base,customer base,and environment base of county insurance have presented a trend of rapid growth as well.At the same time,insurance companies have presented a widespread phenomenon of "high input and low output" in the rural market.Lacking of low-cost channels,multi-products,cross-channel orchestration,sales management,and sales support platform are preventing insurance companies from releasing capacity and also from sharing the benefits of the market growth.Based on the study and theories in both China and abroad,this paper used data analysis and research method,chose the influence factors of county insurance marketing and the real data of the industry to build regression model and performed empirical analysis.In terms of external environment,this paper used PEST method to study the influence from environment to the county insurance marketing.The result shows that under the influence of the development of national governance system,economic transformation and upgrading,building a moderately prosperous society in all respects and the opening of a new round of scientific and technological revolution,the county insurance demand will continue to be released.In terms of internal environment,this paper built a regression model with a large amount of real data in the insurance industry,and also verified the significance of the regression model.Through significant validation,the paper confirmed that county insurance marketing was influenced both by external market environment and internal competition factors,and through all factors channel and price occupied the decisive position.So they should be given priority when designing county insurance marketing strategies.Product and promotion factors may also affect county insurance marketing,so they should be considered when formulating marketing mix strategies.The product pricing usually requires a high level of professionalization,and thus is undertaken by the product actuarial department in headquarters.Frontline branches have more authority in channel building,and should put more time and resource on expansion of marketing channels,while paying attention to the research&development of new county insurance products,and improving the sales support platform at the same time.This paper also took approaches like phone calls,surveys,face-to-face interview and on-site visits to gain a deeper understanding of the county insurance marketing,to find practical rules beyond the data and look for optimum strategy in county insurance marketing.Finally,based on data analysis and practical experience,the paper pointed out that the key to solve the problem of county insurance marketing is to upgrade acquisition mode,establish a multi-channel collaborative business mode,cooperate across the layers,promote from each layer and target for multiple touch.Rearrange the role and responsibility of each channel through breaking down marketing process,designing sales mode and restructuring sales team,so as to reduce internal friction,minimize resource waste,lower sales cost and improve overall efficiency.And continue to strengthen marketing channel construction,explore new model of quotation,speed up the insurance product innovation,improve the sales support platform and so on,to improve the development of the county market.The study of this paper can provide a reference for insurance companies to make county market development strategy.